According to a recent article on Inc., messages on Twitter with a question mark drew 52 percent fewer clicks for B2C companies and 39 percent fewer for B2B companies. So if you’re going to ask questions Facebook is the place to do it, but stay away from open-ended ones. Give your community a choice or create a poll. Have fun, but don’t get too personal.

The tone is uninspiring.

Yes, you’re creating posts for an organization, but that doesn’t mean you should sound like a corporate robot. See previous comment about having fun.

Every post is pure text.

It’s fine to have an all-text post. However, you don’t want all of your posts to be just text. Litster suggests using “any image that’s visually appealing and relates to your post or company.” It’s easy, so take the extra five minutes to do it.

There’s too much focus on selling, or you’re talking only about your business.

Your page is for your business and your fans. Of course you should share company news, but keep this in mind: “People go to Facebook to catch up and connect. When they want to buy, they’ll go to your website,” says Litster.

The message isn’t in sync with your audience or business.

Make sure each post serves the interests of your community and your business. Whether it’s funny, a tip or trick, or something interesting—it should align with your company and audience.

You’re not responding.

You should always respond. Enough said.

Your page has an identity crisis.

Use an editorial calendar. They help provide structure, but they’re flexible so you can change a post at a moment’s notice.

You’re not offering anything.

“One of the reasons people become fans is for the perks,” says Litster, so offer deals or insider offers.

One of my favorites is Sprinkles Cupcakes. They have a word of the day, and if you’re one of the first 50 people to say it in their retail store, you get a free cupcake. Not everyone can offer a free cupcake, but simple things, such as highlighting a fan as the Facebook Fan of the Week (ahem), show you care about your community.

You give up too easily.

Still don’t know what your community wants? According to Inside Facebook, Facebook has started highlighting the most engaging posts in the page admin panel. They also notify you when a post performs better than average, so start there.

Growing a social media presence takes patience; it won’t happen overnight. Take time to find valuable content and engage with your fans, and soon you’ll be successful in social media.
What do you love to see on a company Facebook page? What do you loathe?

Yvette Pistorio is an account executive and community manager at Arment Dietrich. A version of this story first appeared on the Spin Sucks blog.